"Brand Japan" getting big in Australia

Living in Japan for years can give you a slightly warped idea of what is considered exciting. Muji, Daiso, or Uniqlo? They're just part of everyday life. But apparently, lots of Japanese brands have taken off big time back home.

A recent Sydney Morning Herald report that I saw highlighted the growing appetite for "Brand Japan" across Australia, covering everything from fashion and homewares to beauty, food, coffee, and stationery. As an Aussie living in Japan, it's pretty fascinating to me!

Everything from Japanese clothing to canned coffee is apparently going crazy back home.

Take Uniqlo, for instance. The company turned over $817.1 million in Australia in fiscal 2025, and seems to be a bit of a go-to for functional, relatively affordable wardrobe basics. Muji has also built a loyal following, and even good ol' Daiso has grown from its first Aussie store in 2010 to a chain of 32.

Then there's food. Japanese was Australia's most popular cuisine in 2024, overtaking Indian and Italian, while matcha has become a cafe staple. Even canned Boss Coffee has found a huge audience!

I'm happy with it, since I know if I move back home at any point I'll have access to a lot of my favorite places to shop. It's just kinda funny seeing everyday life things from here gaining a cult following back home.

Is "brand Japan" a thing in your home country?